Too often in digital marketing we focus on the individual parts of a campaign without focusing on the whole patient experience. The first impression you make with new patients occurs well before they are greeted at your front desk; it all starts online. 

Digital marketing is not simply choosing the right keyword or writing the right ad copy that will make your campaign successful. Instead, you must build quality-control campaigns with clear, stated goals that cater to individuals rather than your topic area. Quality-control campaigns ensure you reach the right audience, rather than a general, larger audience that might not be relevant. In order to fully understand this concept, let’s break down the individual steps and see how they all fit together.

1. The campaign goal

Every campaign, digital or otherwise, should have a stated end goal. Very often, campaigns are missing the bigger picture without a specific goal in mind. If your business does not have specific goals in mind, the results of your campaign might not align with your business plans or you could be targeting the wrong audience. You can look at the performance of your campaign and measure your return on investment (ROI), but because you had no specific goal, your results will lack the context necessary to make informed decisions for your next campaign. 

Quick tip: The more specific you are, the easier the subsequent steps become.

2. The target audience

If you have created a specific goal, defining your target audience should flow easily from there. A common mistake is looking at the target audience and only thinking in terms of demographics: people in specific age-groups who live in a specific geographic area, or people who have already expressed interest in your products or services. In addition to demographics, you must develop individual audience profiles. These profiles help anchor the campaign and humanize the target audience. 

Quick tip: With audience profiles, you should ask the question, “Does this ad speak to Jim, father of four from Philadelphia and a huge Eagles fan?” instead of “Does this ad speak to 40- to 50-year-old men from the Philadelphia area?”

3. Configuring the trigger

The trigger is what decides whether or not your ad will display. Some digital ads are displayed as soon as someone who fits your criteria lands on the site in which you are advertising. These are easy to configure, as you have already defined your target audience. Search ads, on the other hand, are triggered by a user searching a specific keyword. How do you choose the keywords you want to target? You choose the keywords that are relevant to your campaign goal. Which keywords would people in your target audience be searching for that are relevant to your product or service? There are a number of good keyword tools out there that can generate a whole list of keywords from one relevant seed keyword. From there, you can eliminate the generated ones that are not relevant and include the ones that are.

Quick tip: Seed keywords are the starting place for search engine optimization (SEO). They are your base or foundation keywords, short, simple and with no modifiers – usually one or two words. Example: a seed keyword might be as simple as “blouse.”

4. Creating the ad

Your ads must clearly communicate what your product or service is. When people click on it, they end up on a landing page that doesn’t surprise them. This will also save the money you would have spent on irrelevant or non-productive clicks. Less clicks are fine if each click is more relevant to your campaign goal.

Quick tip: Ad creatives should show off your brand and stand out from the clutter of search results pages and social media feeds. 

  • Use high-quality, unique imagery
  • Keep your captions concise
  • Use the 20 percent rule: text on photos should take up less than 20 percent of the creative ad space
  • Video always receives better engagement

5. The landing page experience

There are two things you are trying to achieve with your landing pages:

  • Relevance to your ad
  • Conversions 

Relevance to your ad means that people who click on your ad should feel like they have landed in the right place. The copy on your landing page should speak directly to the ad copy. If you have an image in your ad, be sure the landing page features the same imagery. Both of these things will reduce the amount of people that immediately leave your landing page. Conversions means that once within your landing page, there is usually some kind of a goal that you want people to complete. Sometimes that means dialing a phone number or submitting a contact form. 

Quick tip: Whatever the goal is, your landing page should be designed to attract attention no matter the device being used.

6. The conversion “next steps”

Be sure that a plan is in place to handle the conversions after they are made. If your conversion is a contact form that generates an email, who receives that email? How are they supposed to respond? If it’s a phone call, is the receiver aware of the campaign? 

Quick tip: This is often a forgotten step of the digital campaign process, despite its importance. Make a checklist with these seven steps so you never forget again.

7. The analysis and conclusions

Once your campaign has run its course, take a second to analyze your results. Did you meet, exceed or fall short of your goal? What happened? Why did it happen? What worked? What didn’t? What knowledge gained from this campaign could be applied to other campaigns? 

Quick tip: Looking backward may seem like a waste of time, but the real waste is not using the important data you have gathered to drive future decisions.

Paid Search and SEO

Although paid search results continue to take up more and more of the search result pages (SERPs), it’s important to remember the majority of the result page real estate belongs to organic results. On-site optimization will ensure your landing pages will appear for both paid and organic search. On-site optimization includes the mechanical aspects of website maintenance to improve your website’s search engine rankings. This may include meta descriptions, image optimization and other activities.

Summary

Running a campaign is like performing a science experiment. You have your goal, which is a combination of a purpose and a hypothesis. You have your plan, which is the equivalent of your method. Then, you perform the experiment and gather data. From there, you analyze your results and form your conclusions.

Key takeaways:

  • Create a specific campaign goal. Never lose sight of it! Everything else flows from here.
  • Relevance is huge! Ads should be relevant to your product/service, Landing pages should be relevant to your ads, etc.
  • Analyze your results. How else will you learn and improve?
  • Optimize your website for both paid and organic search

Points Group is a marketing and consulting agency with a focus on healthcare. We are fully equipped to run both digital and traditional campaigns on behalf of your practice, all while working closely with you to ensure they run smoothly. If it sounds like we might be a good fit, give us a call at 973-998-8008 or get in touch with us online here.

Leave a Comment

Your email address will not be published. Required fields are marked *

Our Partners

partners
facebook marketing partner
google partner
shopify logo
hubspot partner program

European Office

Agentur Webfox

Berlin, Germany

Join Our Newsletter!

@ 2023 Points Group / All Rights Reserved

Privacy Policy

This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the https://www.pointsgroup1.10web.me website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.

PERSONAL IDENTIFICATION INFORMATION

We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.

NON-PERSONAL IDENTIFICATION INFORMATION

We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.

WEB BROWSER COOKIES

Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert them when cookies are being sent. If they do so, note that some parts of the Site may not function properly.

HOW WE USE COLLECTED INFORMATION

Points Group, LLC may collect and use Users personal information for the following purposes:

  • To improve customer service
  • Information you provide helps us respond to your customer service requests and support needs more efficiently.
  • To personalize user experience
  • We may use information in the aggregate to understand how our Users as a group use the services and resources provided on our Site.
  • To improve our Site
  • We may use feedback you provide to improve our products and services.
  • To run a promotion, contest, survey or other Site feature
  • To send Users information they agreed to receive about topics we think will be of interest to them.
  • To send periodic emails
  • We may use the email address to respond to their inquiries, questions, and/or other requests. If User decides to opt-in to our mailing list, they will receive emails that may include company news, updates, related product or service information, etc. If at any time the User would like to unsubscribe from receiving future emails, we include detailed unsubscribe instructions at the bottom of each email.

HOW WE PROTECT YOUR INFORMATION

We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.

SHARING YOUR PERSONAL INFORMATION

We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.

THIRD PARTY WEBSITES

Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.

CHANGES TO THIS PRIVACY POLICY

Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.

YOUR ACCEPTANCE OF THESE TERMS

By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.

CONTACTING US

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC

https://www.pointsgroup1.10web.me

150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014